Architects say “form follows function,” and it is obvious that consumers are still following the functional beverages category.
This segment enjoyed a compound annual growth rate of 5.5% between 2006-2010, according to Packaged Facts, which factors energy drinks, sports drinks and functional waters, ready-to-drink (RTD) tea and coffee, and yogurt drinks and smoothies in its definition of functional beverages. A closer look suggests category sales reached $23.4 billion in 2010, and the energy drink portion accounted for just over $7 billion in global, says Claire Moulin, a departmental research analyst with Euromonitor International.